Slingshot, a new app that launches for iOS and Android today, doesn't hide its Snapchat underpinnings, but approaches ephemeral content with a different philosophy.

In the wake of some high-profile acquisitions by Facebook—Oculus VR, WhatsApp—it's easy to forget the one that got away. Last year Facebook made a $3 billion offer to buy Snapchat from CEO Evan Spiegel. The deal was rejected. But Facebook was undeterred, even though the social giant's previous attempt to beat Snapchat, Poke, failed miserably. Today the company put forth its new champion: Slingshot.

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The new free app just launched for iOS and Android. In many ways, Slingshot doesn't hide that it's imitating Snapchat's ephemeral approach to our digital lives. As with its well-known competitor, once content is viewed on Slingshot, it's gone forever. Slingshot also uses a similar interface that lets users draw and type on photos and videos before sending—or "slinging" them—off to your friends.

The real difference lies in the philosophy of how you share. You can use Snapchat however you want, whether that's only receiving the occasional snap without creating any content or sharing photos and videos endlessly with friends. Facebook takes a different approach. With Slingshot, users must sling content back to a user before they can open a message that was sent to them. In short, this is not an app for the introverted. If you want to interact with friends, be prepared to share. Forcing users to create content could create a vibrant and engaged user base—or a frustrated and angry one. Also consider the idea that Slingshot allows users to "Reply All" to messages and the potential for a massive influx of push notifications to your smartphone just became scary.

The app comes with the polish and design you'd expect from Facebook Creative Labs. Pixel animation accompanies every message you send and further promotes the secrecy aspect of content with a limited lifespan. Slingshot also makes finding friends easy, whether through Facebook, phone contacts, or sending invitations via SMS.

Slingshot could win over the hearts of some Snapchat power users who love creating content and receiving messages in return. But for someone who wants to send the occasional pic or video with a pre-determined death sentence, there's no reason to abandon Snapchat's cause. At least not yet.